Architect's essentials of marketing / David Koren.

Format:

Book

Author/Creator:

Koren, David, 1970-

Series:

Architect's essentials of professional practice series

Language:

English

Subjects (All):

Architectural services marketing--United States.

Architectural services marketing.

United States.

Physical Description:

vii, 280 pages ; 22 cm.

Place of Publication:

Hoboken, N.J. : John Wiley & Sons, [2005]

Summary:

Find the concise, practical business information you need right now in the Architect's Essentials of Professional Practice Series. These authoritative guides quickly make you an instant expert on the best business practices crucial for success in today's design and construction professions. For design firms that want to take control of their marketing plans and increase business, Architect's Essentials of Marketing is the single-source guide with all the answers. Through concise, step-by-step instructions, it illuminates all aspects of creating a winning marketing strategy and covers how to leverage a variety of marketing tools and resources. Valuable, real-world guidance from an industry-leading marketing professional addresses how to manage the business development cycle to acquire clients and build your business. Packed with field-tested tips and techniques that can be implemented right away, Architect's Essentials of Marketing is an essential go-to guide for architects, landscape architects, urban designers, and interior designers.

Contents:

Introduction: I Don't Really Have to Do This, Do I? 1

Part I Marketing Strategy: Start at the Start 15

1. Strategic Planning: Getting to the Starting Line 19

2. Branding: We Used to Call It Reputation 41

3. Positioning: Finding Your Place in Your Markets 55

4. Marketing Planning: Deciding How to Communicate to Your Markets 67

5. Budgeting for Marketing: Knowing What You Can Spend 77

Part II The Business Development Cycle: Getting the Job 91

6. Targets and Opportunities: Finding and Pursuing Leads 105

7. Brochures and Qualifications Packages: Who Are You? What Have You Done? 119

8. Proposals: Making an Offer 133

9. Presentations: The Chemistry Test 151

10. Design Competitions: High Risk and High Impact 169

11. Closing the Deal: Setting the Fee, Negotiating, and Signing the Contract 179

Part III Marketing Tools and Resources: Your Arsenal of Marketing Weapons 191

12. Research: Obtaining Market Intelligence 195

13. Knowledge Management: Systems for Tracking Information 209

14. Internal Communications: Getting the Message to Your Staff 221

15. Client Communications: Newsletters, Web Sites, Direct Mail, Advertising, and Events 227

16. Media Relations and Awards: Communicating with the Press 237

17. Photography: Creating the Right Image 247

18. Marketing Staff and Consultants: Who Can Help You? 257

19. Evaluating Your Performance: Is Your Marketing Working? 267.

Notes:

Includes bibliographical references (pages 271-273) and index.

ISBN:

0471463647

OCLC:

55511328

Online:

Publisher description